Yashmita Awasthi1, Barkha Kakkar2 & Aakanksha Uppal3
1, 2 Assistant Professor, Institute of Technology and Science, Mohan Nagar, Ghaziabad. Corresponding email: yashmitaawasthi@gmail.com
3Assistant Professor, Symbiosis Centre for Management Studies, NOIDA, Constituent of
Symbiosis International (Deemed) University
Volume 12, Number 1, January-March, 2020 I Full Text PDF
DOI: 10.21659/rupkatha.v12n1.22
Abstract:
Marketing ethics and customer relations are at the heart of the success of every business enterprise. Customers, of course, expect the same thoughtful service. Some of the key customer standards include quality of service, responsiveness, understanding and acceptance of value-added brands. Ethical marketing is a mechanism through which the company generates consumer interest in products / management, develops strong customer image / connections and attracts all partners by integrating social and environmental concerns into products and signs of progress. India’s advertising industry has expanded significantly in recent years and has become a global map. However, over the years, content, messages and methods of advertising and marketing have created serious ethical problems. In today’s competitive market, companies often pursue ethical marketing practices in order to survive in a highly competitive market. The objective of this paper is to address ethical issues related to print or television advertising in India and to determine the different types of ethical advertising that are unethical in India in relation to the standards set by the Advertising Standards Council of India (ASCI). The study concluded that advertising morality was indeed a problem. Improving advertising ethics requires a strong understanding of regulations and definitions. Organizations should, therefore, determine how they actually conduct marketing that is ethically and socially responsible.
KEYWORDS: Marketing, Ethics, Advertising, Customer
